Value has many meanings. So, selling value can also be ambiguous. As I talk with sales professionals about selling value, they often bring up the value of the relationship. And yes, great salespeople are awesome at building relationships. It’s an important skill (which I don’t have). I’d say most decent salespeople have this skill.
Although relationships are important, they are definitely not sufficient in B2B sales. A key skill that most salespeople are missing is the ability to help the buyer build a business case.
Most salespeople have a sense of what is valuable to a client, and probably even talk about the key features that drive value. But they don’t go through the step-by-step process of building a business case.
Many buyers probably haven’t built a business case either. Yet if they did, they would be more confident they are spending money wisely. A business case will help them justify their purchase decision.
Imagine the appreciation a customer would show to the sole salesperson who helps him/her deeply understand the value they could expect. The salesperson has probably seen many similar situations. This may be the first time a buyer is trying to buy.
Face it, customers don’t know how much economic value they will receive from buying a new product. And neither does the salesperson. Only by working together can a buyer and salesperson accurately calculate the value, important information for both parties to know.
Now to go full circle. The first (and likely only) salesperson who helps a buyer create their business case builds a stronger relationship. This salesperson is most likely to win, on both counts.
To me, selling value means helping build the business case.
Now, go make an Impact!
customer impact, selling, selling value, value